Why Should Customer Experience Top Your KPI Ladder?

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While an expanding customer base is the result of rigorous inbound and outbound contacts, and the sales teams hold the crucial responsibility of generating revenues against high piling investments. It is a great customer experience that ensures customers remain loyal to a brand and have a higher purchase frequency.

Dependence of Knowledgebase on Customer Experience Figures

A Knowledge base is a cloud repository of content that is useful for the daily organizational operations of employees, agents, customers, and end consumers. Each hierarchy of customers thus serves as a contributing ladder to improving knowledge base outcomes.

Since the primary purpose of creating a knowledge base is to ensure complete and omnichannel assistance for customers through all possible channels, the way they react to it is the actual measure of the degree of success or failure.

What applies successfully to a particular group might end up being a drastic error for some other group of customers. Their demographic and cultural backgrounds become major factors of impact on the knowledge base and its use.

Knowledge base software thus always keeps various languages, modules, forms, and channels of engagement ready. As soon as an agent comes across a dialect or format that is absent from the original piece of content, it can simply be converted with the click of a button. Every new form gets auto-saved and evenly tagged into categories.

All that is needed for obtaining a high level of agent efficiency is a SaaS software with a bunch of features that make the software adaptive for organizations. Such a platform should essentially offer a customizable, DIY, and no-code interface for agent use.

A major advantage derived from customer feedback and ratings is not just an enriched knowledge base but the inclusion of users, agents, and customers as a source/generator of information. It creates a wide window for community creation and encourages customer engagement over digital platforms.

Importance of Monitoring Customer Experience Scores

Monitoring customer experience (CX) scores implies carrying out research to learn how customers perceive your brand and its operations in the open market. This entails following up with the customers frequently, sending out feedback requests, surveys, etc to interact with customers. A detailed call once in a while helps make the customers feel valued, loyal and involved.

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Segregation of frequent purchase partners can be done to offer them exclusive memberships, vouchers, discounts, or other facilities. The system of rewards for repeated purchase often results in enhanced customer loyalty.

Collectively, it all results in a healthy brand image and distinction through word of mouth appreciation by the customers. Let us now discuss the importance of customer experience and its benefit to each user sect of the knowledge base.

To Organization

Organizations need customer experience scores to match their expected outcomes against actual results. It becomes extremely essential to pinpoint where micromanagement is needed and where distant supervision would do.

To Agents

Agents work to the best of their capacities in satisfying customers. More often than not they push the boundaries of service expected from them just to make the customer happy and comforted. Customer satisfaction score becomes a mirror for the right direction and acts as a pure incentive.

To Customers

When a business asks customers to share feedback or to suggest improvements where required, it shows the customers that they care. This makes the customers feel involved. Many times petty complaints are eliminated through compassion. Empathy at the start of a call is another inclusive way to enhance cx scores.

Data doesn’t lie:

  • 63% of consumers say that the best brands are the ones that exceed expectations throughout the customer journey.
  • 85% of consumers won’t do business with a company if they’re concerned about its security practices.
  • 81% of marketers expect to compete mostly (or entirely) based on CX.
  • $1.6T is lost every year in the U.S. because of poor customer service.
  • Business and IT professionals have invested 24% more in Artificial Intelligence (A.I.) during the COVID-19 pandemic.
  • Experience-Driven businesses see over 1.5x higher YoY growth in customer retention, repeat purchase rates, and customer lifetime value.

Actionable advantages of CX scores

Customer acquisition

A good CX score indicates progressive sales charts. With an increase in the customer base, it becomes easy for organizations to get free word of mouth publicity. When an existing customer speaks good of an organization, it promotes the brand thus helping in an easy acquisition.

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Better retention

With good experiences delivered, the customers are happy. They feel involved with organizational decisions, which improves the quality of services they receive. With such involved care, loyalty towards the brand is developed and useful feedback pours in through the customers.

Customer engagement

When customers visit your platform, it is a responsibility on your part to keep them engaged for a longer session period. This does not imply keeping them on hold or deliberately preventing them from finding a solution to their goals on the website, but to make your navigation even more friendly and interesting.

Financial savings

With better CX scores comes the trust of a brand name, increased market value, and a loyal customer base. With a high number of promoters spreading positive word of mouth, the amount being spent on additional advertising can be channeled to other areas. 

Decision making

When your CX score is positive, it implies that your customer service policies are on the right track. The dilemma of any negative outcome is reduced thus basing results on practicality and not contingency or assumptions.  

Apart from the pointers mentioned above, CX heads and training personnel usually focus on KPIs like CSAT, ASAT, SLA, AHT, FCR, etc. These KPIs are interdependent and ignoring one or overemphasizing another will lead to issues.

Conclusion

CX scores are nothing but your numerical progress projected through graphs. Attaining a high figure shall not remain constant if the efforts become repetitive or get lost in their tracks. Thus, maintaining a positive CX score is an ongoing process that requires high levels of discussion, brainstorming, and participation from the entire user base be it internal or external.

Pratik Salia
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